I didn’t expect that a video about YouTube creator MrBeast would be the tipping point for me to write about a topic that’s been on my mind for a while: customer retention.
In truth, I think about engaging, supporting, and retaining our current customers far more than I think about attracting new customers. But I’m not sure that “retention” is the exact word that comes to mind–it has kind of a clingy connotation to it. I just want to bring joy to our customers, and it’s great if they stick around for more joy in the future.
Beyond customer retention, though, I hadn’t really thought about viewer/reader retention until watching the aforementioned video. Here’s a timestamped link to where it comes up in an interview with one of the biggest creators on YouTube.
MrBeast doesn’t exactly say why viewer retention is important; for him it might at least partially be about ad revenue, which Stonemaier Games doesn’t have at all (no ads on this blog and no monetization on YouTube). My take on it is that if I spent time creating content that adds value to people, it’s not really a good use of my time if people are only watching the first 30 seconds (and I need to improve the content to better engage peoples’ attention).
As you can see from the following short and long videos on my channel, the length of the video has a pretty big impact on retention:
I’ll get back to video retention in a moment. The other form of retention that recently came to mind was retention of potential customers, which is typically framed as conversion. I thought of this while reading a few book samples on my Kindle. One of the books didn’t hook me in the first 20 pages or so, while another left me wanting more right away–it retained me as a potential customer.
Using these examples as inspirations, here are the various types of retention I’ve thought about recently:
- retention when considering a game/project (potential customers): Like the Kindle, board games offer a variety of ways for customers to sample or research content before making a purchase. At bare minimum, you can offer the rulebook for download. You can offer a sample print-and-play version of the game or a digital demo on Tabletopia. You can offer video playthroughs, previews, and reviews. Once the game is published, you can support demos and learn-to-play events at game stores, game cafes, and conventions.
- retention when starting to use the product (accessibility): How many games have you played exactly 1 time? That first game is so crucial, and not just for campaign games. There are many different approaches to trying to this, and one that I also keep in mind is trying to make the interface of the game intuitive enough so that everything players can consider is smoothly integrated into the UI–they don’t need to remember a bunch of bonus rules and exceptions. I do this so players can focus their brainpower on the choices, tactics, and strategy. There are some other good thoughts in a recent interview on Board Game Design Lab with the designers of Undaunted, as they talk about some considerations for the first game of a scenario or campaign game.
- retention when consuming content (video, blog, etc): MrBeast’s method is to introduce something earlier in the video with a payoff later in the video. I’m trying to figure out how I should do this for my long-form videos, most of which are top 10 lists (to me, it seems like the payoff is already built into the videos: What game is #1?). I may try the thing you’ve probably seen on other lists where I say early in the video, “My pick/reasoning for #3 might surprise you!” But I’m curious to hear your ideas too.
- retention from product to product (return customers): So, you’ve bought a product from a company; what happens next to increase the chances you’ll pursue other products from that company? I view this as a combination of many different factors: The quality of the product, customer service, community building, a way to stay in touch (newsletters), and more. Some companies include a little catalog of products in every game box–we used to do that and found it a bit unwieldy to maintain as we expanded, but we may return to it.
- retention for subscribers (e.g., Champions): We have around 10,000 people–Stonemaier Champions–who support this blog and my game design YouTube channel by paying $15 a year, and as a perk for their support, they get 20-25% off all orders from our webstore (as well as prioritize shipping). I send Champions a special monthly newsletter highlighting content and often offering them something special, as they’ve become an integral part of Stonemaier Games.
- retention for non-consumer customers (retailers and distributors): Our biggest customers are retailers and distributors, and we’d very much like to retain them too! Among the various things discussed in this article, we really try our best to make enough of any given product so that it consistently stays in stock. I’ve heard from retailers that this makes their lives so much easier. We certainly do not always accomplish that goal, but we try.
What do you think about these methods? As a customer, gamer, or viewer/reader, what are some techniques that have retained your attention? And for fellow publishers and content creators, what methods have you tried that create positive retention experiences for your audience?
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8 Comments on “Customer, Gamer, and Viewer Retention”
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I almost take away the opposite thing from the two charts you posted. 33% of people stuck with your 3 minute video to the end, and ~25% of people stuck with your 33 minute video to the end (maybe even more like 30% – it looks like there’s a steep dropoff in the last minute which is probably just “thanks for watching, etc”) So it seems like only slightly fewer people stick around for a full 30 minute video from your channel than a full 3 minute video – a testament to your quality!
Might not necessarily scale for a creator that people are watching for the first time though – if I tried a video from someone new, and it was just okay, I might finish out a 3 minute video but I definitely wouldn’t stick around for 30.
I wrote a really long comment that didn’t post because google messed up. I’m gonna keep this one shorter. I’ve been working with my wife on her Creative Coaching business, as it’s something we are both passionate about, and we try to do things in the most quality of life way, because personally that’s what keeps me coming back to a brand. E.G., your top ten videos. You put the list in the description, and sure, some people just look at that instead of watching the video. But to me when I see that I think about how you value people’s time. So that may lower retention on a specific video, but it keeps me coming back to watch more, and makes me think well of your brand. The main reason I want your games is because they’re fun and great quality, but the second biggest reason I get hyped about upcoming releases is because you help creative people with all your content and more, you respect your customers, etc. So I agree with Matti about avoiding clickbaity things like “My pick/reasoning for #3 might surprise you!” because the connotation is negative. I think, because you arent running ads, that the way you do your content is already great for bolstering brand image and creating long term customers. Thanks for the interesting article! I’m going to become a Stonemaier Champion as soon as I can find another job that has a consistent paycheck, because SM games is my favorite brand out there of anything. (My goal for 2022 is to complete my SM games collection.)
I’m sorry about the loss of the original comment, Perry. I appreciate what you’ve shared here, and that’s helpful to know about clickbait style techniques. I think I would only say something like that–a fun teaser–if I think it’s actually fun for the viewer too.
That makes sense, I think as long as it comes from a genuine place people will be able to tell
I actively stop consuming articles or video with clickbait like “You won’t guess what #3 is”. It’s been used so often, I feel like I’ve been conditioned to expect a low quality reveal.
I find and listen to these top10 videos or even the update streams when I connect to the headline proposition (“oh, this is a genre I always wanted to get into”, “oh, I wonder if he picked my favorite survival game”). But I don’t count that content as unsuccessful if I don’t watch it to the end – it’s not trying to sell me anything, I take it as brand recognition/reminders. The effect is achieved as soon as I associate Stonemaier Games with cool content.
For Youtubers I’d argue retention is a _lot_ different since ads are directly tied to their main product, videos. And the longer a consumer sticks around the more revenue they generate.
I appreciate that you post videos regularly, including your top 10’s on Sunday. But, sometimes I don’t watch your top 10 videos, I just look at the description to see all 10 and then move on. If I’m curious why games are ranked as such, or what the games are, then I’ll watch it. So if you wanted to overcome people like me, leave the top three off your description. I would be forced to engage in your video. Even if I don’t want the whole thing it would still be more than it is now.
Thanks Kevin. I thought about that, but I personally like the option of just seeing the top 10 sometimes on other videos instead of being “forced” to watch the video to see the selections. :) I view the lists as a better way to serve my audience.
I think the calculation of outcomes in social media in essence is wrong. I feel like there is some micro managed manipulation going on behind the scenes. The amount of times I see someone steal someone else’s news to make their own social media look good. We know they want our business. It’d be more refreshing if people would be honest. But what it comes down to does the company have something that I want. I mean genuinely. Do they have a history of great games. Are their games in the charts, are they receiving great reviews. But even then do I care enough to want to connect to a particular producer of games. A community of followers is great when you want to get news out there. But for me my loyalty is dependant on reviews, charts and expansions. If I love a game I will upgrade its components. I love Everdell. I am waiting for the big box edition. But I still haven’t signed upto anything. If it was me I would make my company site the origin of ideas and activities. I would invest in creating new game designers with courses. An interactive online strategy game on site such as escape games. Maybe design games with expansion and upgrades in mind from the offset. Have video content that directs to the website. I think having a central community area is key. But everything comes down to great games and a sizeable theme. A world to get truly lost in. Look at Harry Potter, LOTR, Star Wars. Make board games with a sense of scale.